Attribution Lab

DRTV x Digital Correlation

Upload your files, set column mappings and time window, then analyze DRTV-driven revenue and ROAS.

◎ Impact ↗ Performance ◷ Time Attribution

Data Input

CSV/Excel DRTV Donations CSV/Excel

Time Window (minutes) ? DRTV Budget Use only valid Payment Status rows

Selected campaign code for analysis Associate all DRTV spots to selected campaign

Column Mapping

DRTV

Date Time Code Programme Station

Donations

Payment Date/Timestamp Payment Time Amount Donation Frequency Campaign code utm_source src Payment Status

Calculation Debug

Diagnosis Check

Traffic Scope

utm_source src campaign code

Payment & Attribution

payment status donation frequency attributed

Include failed payments (failed/rejected)

Media Context

station programme

Campaign	Donation Date	Donation Time	Spot Date	Spot Time	Match Type	Delay (min)	Station	Programme	Amount	Payment Status	Case	Attributed

Charts

Attributed Revenue by Case i

Window Impact 8/16/20/30 i

Daily Spots vs Attributed Revenue i

Station Performance i

Hourly Performance i

Programme Performance i

Interpretation and Recommendations

How metrics are calculated

Attribution: code matching + previous spot within selected time window.
DRTV-driven cases: Direct, Google+Search, Src Search only, UTM Google only.
ROAS: attributed revenue / DRTV budget.
Correlations: Pearson on daily spot/revenue trend and hourly trend.

Matching Methodology

Code Match: a donation is classified as code match when the donation campaign code can be matched to a DRTV spot code and the donation timestamp falls within the selected time window after that spot.

Time Match: a donation is classified as time match when no valid code match is found, but there is a DRTV spot in temporal proximity (within the selected time window) before the donation.

No Spot: a donation is classified as no spot when no eligible DRTV spot is found in the selected time window before the donation timestamp.

Operational note: code match is the strictest attribution signal, time match is directional evidence, and no spot indicates no measurable short-term DRTV linkage under current settings.